This Data’s Got Game

4. Have readable results. A common mistake is to administer a survey to a population whose size is insufficient to support readability within cross-tabs. Interpreting statistically insignificant results generally leads to the wrong conclusions and, ultimately, to companies going astray.

5. Spend time with the research findings to discover the strategic intent. Prioritizing the implications of the findings is beneficial in thinking through the strategic initiatives that are derived from the work.